Packaging plays an important role in the marketing of Fast Moving Consumer Goods (FMCG) products. In a competitive market, packaging helps attract consumers, create brand identity, and influence their purchasing decisions. Since FMCG products are bought frequently, consumers often make quick decisions based on the appearance and information provided on the packaging.The study shows that packaging elements such as colour, size, design, and labelling affect consumer perception and buying behaviour. The findings reveal that attractive and informative packaging creates a positive impression and increases consumer interest in the product Therefore, the study concludes that effective packaging acts as a powerful marketing tool and helps in increasing the sales and brand value of FMCG products.
Saranya et al. (Sun,) studied this question.